SMART2010 workshop 3 Service Wave 2010 – Monday Dec 13th 2010

1. Service Modelling and Representation Techniques - a holistic Enterprise Architecture perspective on using and influencing the emerging standards of VDM, USDL and SoaML Dr. Arne-Jørgen Berre SINTEF Networked Systems and Services Keynote at SMART’2010, Ghent, December 13 th , 2010

3. The emerging importance of Services

4. Porter’s Value Chain

5. Open Services Innovation Book : January 2011

6. A Services Value Web

9. NEFFICS Community of highly innovative networked enterprises Networked innovation community services (Induct) Applications for highly innovative networked enterprises Virtual Factory Network (Vlastuin) Connected Retail Network (Telecom Italia) Enterprise SaaS Cloud business operations and orchestration platform (Cordys) Google Apps/Waves, Cloud computing & Web 2.0 platform Networked Enterprises on Internet of Services (COIN) and Things (ASPIRE) Networked enterprises MashApp applications and process support (Cordys) Networked process and service models (SINTEF) BPMN 2.0, SoaML, OSM, CMPM Networked business value analysis models (IC Focus) VDM BEI Networked innovation models, leadership and management processes (ICI) CEN/389

10. SHAPE (2008-2010)

11. REMICS (2010-2012) SoaML VDM SoaML Recover Legacy Artifacts Source Architecture Migrate Target Architecture for Service Cloud platform Forward MDA through PIM 4 Cloud Service Cloud Implementa tion Model Driven Interoperability Validate , Control and Supervise Knowledge : REMICS KDM Business Process and Rules Components : SoaML Implementation : UML , U 2 TP Knowledge Discovery , Reverse Engineering Source code , binaries , documentation , users knowledge , configuration files , execution logs and traces . SOA and Cloud Computing Patterns applied , Legacy Components Replacement and Wrapping , Design by Service Composition Service mediation for adaptation SoaML with REMICS extensions for Service Clouds , Links to Business Models Model Transformation , Code Generation , Traceability RESERVOIR , Joyant , Amazon , Google , Microsoft Models @ Runtime for application management , Model Checking , Model - based Testing for validation

12. ENVISION (2010-2012) SoaML VDM

13. Zachman Framework – for Enterprise Architecture (IBM, 1987)

14. OMG Model-Driven Architecture (MDA) www.omg.org/mda

16. Zachman with OMG standards USDL (TEXO, W3C) USDL USDL USDL USDL

17. OMG standards coverage USDL

19. Elements of a Business Architecture

20. CSI – Center for Service Innovation Norwegian national initiative

21. CSI planned Activities

22. Business model innovation Timmers, 1998 “ Business model stands for the architecture for the product, service and information flows, including a description of the various business actors and their roles, the potential benefits for these actors and the sources of revenues……… the business model includes competition and stakeholders” Stewart and Zao, 2000 “ Business model is a statement of how a firm will make money and sustain its profit stream over time”. Weill and Vitale, 2001 “ A description of the roles and relationships among a firm’s consumers, customers, allies and suppliers that identifies major flows of product, information and money and the major benefits to participants”. Osterwalder et al. 2004 “ A blueprint of how a company does business. It is a conceptual tool that contains a set of elements and their relationships and allows expressing a company’s logic of earning money. It is a description of the value a company offers to one or several segments of customers and the architecture of the firm and its network of partners for creating, marketing and delivering this value and relationship capital, in order to generate profitable and sustainable revenue stream” Chesbrough 2006 “… is a useful framework to link ideas and technologies to economic outcomes”… “It also has value in understanding how companies of all sizes can convert technological potential [e.g. products, feasibility, and performance] into economic value [price and profits]”….. “Every company has a business model, whether that model is articulated or not”. Skarzynski and Gibson 2008 “… is a conceptual framework for identifying how a company creates, delivers, and extracts value. It typically includes a whole set of integrated components, all of which can be looked on as opportunities for innovation and competitive advantage”.

23. Sample Customer Experience Model

24. www.service-innovation.org

25. Value Delivery Modeling Language (OMG RFP) (2009 – 2011 – 2012) Ongoing work on a Value Delivery Metamodel RFP to OMG – with initial submission in May 2011 VDM - Value Delivery Metamodel

26. Business partner relationships Merchant Customer Internet Publisher Participation Participation Participation Value Prop’n Value Prop’n Value Prop’n Value Prop’n Value Prop’n Value Prop’n Each business entity must realize a net gain Diagram for illustration, not a proposed notation Value Exchange Provide Content Purchase Goods Clicks Purchase Ad Publish Ad Sell Goods

29. OMG - Business Motivation Model (BMM)

30. People naturally network as they work. So why not model the work itself as a network? December 15, 2010 Value Network Analysis models value creation with a powerful human network approach to managing any business activity.

31. How Networks Create Value © The emergent purpose of the value network is revealed through the pattern of roles and value exchanges that support an economic or social goal or output. Sustainability depends on a consistent high level of both transactional and network perceived value . Allee, Journal of Intellectual Capital, January 2008 Value Creating Network

32. VNA Fills An Analytical Gap December 15, 2010 © 1997-2009 Value Networks, LLC All rights reserved. Formal Organization Social Networks Business Process Modeling Asset Management

33. Value Network Modeling December 15, 2010 © 1997-2010 Value Networks, LLC All rights reserved. Roles Intangible (Informal) Interactions Tangible (Formal) Deliverables

34. Realizing Value for Network Participants December 15, 2010 Impact Analysis How do we grow financial and intangible assets from our inputs?

35. A Network View of the Work Itself Confidential Information – Do Not Distribute. Copyright © 2000-2008 ValueNetworks.com. All rights reserved. CITAP Inputer - RO_IDS SOW Inputer - RO BCA SOW final validator Integrator of test requirements Authorized management SOW approver(s) Technical Designer-finalizer PO coordinator IDS requirements researcher-author - SOW Initiator Communication convener Functional resource estimator RO SOW Final Approver Resource Owner FOTV-BCA PO info advisor ITAR_EAR Analyst-Determiner RO RFP Creator BCA RFP Reviewer PIW Creator Non-FTO_V estimate collector-checker-coordinator SOW technical evaluator-reviewer Non-FTOV estimate collector-checker-coordinator Functional SME Authorized management PIW approver PoP Adjuster Coordinator BCA SOW estimate and PoP validator Test estimate reasonableness assessor Test estimate collector-checker-documenter Functional estimate approver Test estimate requester BCA estimate integrator BCA Pricer BCA Price approver Expiration date assigner BCA Proposal Creator BCA cost policy reviewer CITAP Project Manager BCA work performer BCA proposal implementer Chargeline assigner Job Number Assigner IDS Proposal evaluator-acceptor authorized management approver IDS financial analyst IDS Technical Analyst IDS Cost Analyst 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 December 15, 2010 Complex Procurement Activity Showing both tangible and intangible value creation!

36. e 3 value : A formal ontology for designing and evaluating networked value constellations

37. e3value Ontology

38. e3value business model illustration … can be integated with SoaML …

39. Examples of Services Related to a Service ~ Product ~ Business Process as a Unique Asset Service ~ Product ~ Business Process Analyse Design Simulate Sell Buy Rent Lease Finance Execute Monitor Implement

42. USDL – The Unified Service Description Language (USDL) See: http://www.internet-of-services.com/ See also: http://www.w3.org/2005/Incubator/usdl/wiki/Main_Page

49. See also: www.soaml.org

51. SoaML – History

55. SOA in Model Driven Architecture (MDA) Business Concerns Goals Policy Customers Costs Agility Technology Specification JMS, JEE, Web Services WSDL, BPEL, XML Schema Logical System Model Technology Services (t-SOA) Software Components Interfaces, Messages & Data Business Model Enterprise Services (e-SOA) Roles, Collaborations & Interactions Process & Information Refinement & Automation Line-Of-Sight Computation Independent Model Platform Independent Model Platform Specific Model MDA Terms

57. SoaML Metamodel, Service/Request Port

58. SoaML Metamodel ServiceArchitecture and ServiceContract

59. UML Profile - Collaboration

60. UML Profile – ServiceInterface, Port

61. Marketplace Services Example Order Conformation Ship Req Shipped Shipped Delivered Status Provider Consumer Provider Consumer Consumer Provider Mechanics Are Us Dealer Acme Industries Manufacturer GetItThere Freight Shipper Physical Delivery

62. Business process overview

65. Services architecture (Participant-level) Order Conformation Shipped Ship Req Shipped Delivered Participant-level services architecture for the Manufacturer OrderHandler Invoicing Productions

66. Choreography: Place order (Service contract behaviour) (Service interface behaviour) Service choreography can be specified using any UML behaviour, e.g, interaction or activity Service choreography can be specified using any UML behaviour, e.g, interaction or activity

69. Software components: Manufacturer Architecture Mapped to software components

71. Associated BPMN 2.0 Collaboration

72. Associated BPMN 2.0 Conversation

73. Associated BPMN 2.0 Conversation (showing mini-Choreography)

74. Mappings SoaML Term BPMN Mapping ServicesArchitecture (a UML Collaboration) or a specification Participant Overview Choreography Participant Participant representing PartnerEntity (within definitional collaboration Service Port One end of a communication between participants in a communication diagram: Interface of the above participant Request Port The other end of the communication, the one sending the first message ServiceInterface (defining the type of a Service or Request Port) Interface, but doesn’t support service protocols. Alternatively, a communication in a communication diagram, including the corresponding messages in a collaboration diagram, and the choreography of those messages in a choreography diagram Interface (realized or used by a ServiceInterface) Interface, but not clear how this relates to a communication Operation or Reception (of an Interface) Operation of an Interface or Message, but not clear how this relates to an operation of an interface Parameter (of an Operation) Message inputs and outputs for an Operation

75. Service Variability Process Overview (from SHAPE) © SAP 2009 / Page © SAP 2009 / Page Customization & Personalization Variability Modelling & Pre-Configuration Design, Development, Publication Provider Domain Expert Consumer Roles Phases Artefacts Variability Specification Variability Specification Service Variability Model Service Variability Metamodel Service Variant Model resolves 1:n according to according to Service Model Service Metamodel Service Interface extends 1:n extends Service Variant Interface according to described by described by consistent & valid subset

76. © SAP 2009 / Page Example (from SHAPE) Customization & Personalization

79. Service Modelling and Representation Techniques - a holistic Enterprise Architecture perspective on using and influencing the emerging standards of VDM, USDL and SoaML Dr. Arne-Jørgen Berre SINTEF Networked Systems and Services Keynote at SMART’2010, Ghent, December 13 th , 2010